Best Practices in Account Based Marketing

There is a new Account Based Marketing movement underway in b2b sales and marketing. Organizations realize that they sell to accounts not contacts and their strategy needs to be refined. Too many resources are wasted generating demand with leads that will never turn into business. The key to success today is to identify the accounts that have the highest odds of closing and "throw the book at" marketing to them. Watch this video to learn more about the topic and best practices for success.

The content marketing movement is in full swing. As a matter of fact, 90% of b2b marketers use content marketing and 73% are creating more content than they did the year before. Unfortunately, only 42% of b2b marketers believe their content is effective.

In this webinar, our speakers Cosmo Mariano and Mary Firme from Lift Agency and Jason Miller from LinkedIn will provide you with a proven
3-step content optimization solution that will help you create content your buyers will love, which means more leads and ultimately more revenue.

The battle between sales and marketing has been raging for years. With the digital marketing revolution, many thought the cold war between both groups would thaw. In many companies, it hasn’t; despite thousands of blog posts and webinars on the topic. For this first time, a webinar will start with both points of view and present honest and sometimes raw feedback from both sides. By the end of the webinar, we hope to settle a truce. Whether you are in marketing, sales, or are an executive, you must attend this webinar.

Mary Firme, Chief Lead Accelerator at Reachforce, and Justin Gray, CEO at Lead MD

There is a lot of information on why marketers should do lead nurturing but there isn't a lot of information on how to do it and especially how to do it well. If you believe everything you read, lead nurturing looks easy. In reality, there are a number of critical considerations to have a truly effective lead nurturing machine. If you are just trying to figure out lead nurturing or you are ready to pump your lead nurturing programs with steroids, this webinar is perfect for you. Justin Gray, CEO of LeadMD, and Mary Firme, Chief Lead Accelerator from Reachforce, will present real lead nurturing success stories with specific instructions on how to make it happen.

Is your marketing database a treasure trove of goodness or a sinkhole where marketing dollars are lost?

Marketing spends money to acquire lead data, but it's often overlooked that maintenance is required - and without this maintenance unnecessary costs are created and massive results impacts occur.

In this webinar you'll learn -

-The operational expenses of carrying bad data
-The impact bad data has on good data - how it ruins it and creates new costs
-Industry benchmarks for monthly B2B data decline
-The real ROI benefits of cleaning data with industry validated calculators
-Easy first steps to get your data problems quantified, develop an action plan, and convince your team to get on board.

Craig Rosenberg, co-Founder of Topo, and Jim Williams, VP of Marketing at Influitive

Whether you realize it yet or not, your company’s advocates are one of your most powerful — and most under-utilized — marketing assets.

They’re already out there talking about you to your future customers, and the challenge you face as a marketer is finding a way to harness that enthusiasm in order to meet your sales and marketing objectives.

Based on the new comprehensive advocate marketing strategy guide for senior marketers, The Advocate Marketing Playbook, this webinar featuring B2B sales and marketing expert and TOPO partner Craig Rosenberg will outline an easy-to-follow, step-by-step process for building a world-class advocate marketing program from scratch.

Join us to learn:
-What advocate marketing is

-Why every organization should be building an advocate marketing program

Bruce Temkin, Chair of the Customer Experience Professionals Association and David Flammia, Head of LP Insights at LivePerson

Companies are investing millions of dollars to build an eCommerce site focused on driving more traffic, delivering on brand promise and increasing sales success. Yet customer visit bounce rates remain well over 50%, while online conversion percentages have flat-lined at <2% over the last decade.
Marketers continue to search for deep insights about their customers in order to make their online investments count. With the tremendous amount of data available today, gathering and analyzing the right data with the most effective tools will promote better website targeting, increase conversions and improve customer service.
Join us on Thursday, August 29th as leading industry expert Bruce Temkin and Head of LP Insights at LivePerson, David Flammia, discuss:
• New techniques for tapping into more robust unstructured data sources
• Using text analytics to deliver richer insights about customers
• Actionable strategies from leading eCommerce and retail brands

In today’s information-abundant world, buyer-centric content targeted to specific personas and buying stages is more important than ever before. However, larger organizations have been slow to establish efficient processes for content creation, leaving individual departments responsible for creating their own content. This lack of process leads to inconsistent, redundant, and low-quality output—as well as poorly utilized resources and wasted content.

But how can you create a unified content marketing process within your organization to ensure this doesn’t occur? Join Toby Murdock, CEO of Kapost, to find out how to create an efficient and successful content marketing process within your organization.

In this session, you will learn how to:

●Plan marketing campaigns around quarterly goals and themes

●Get the most out of your content by producing and repurposing “content pillars”

●Establish processes for collaboration and communication across departments

Content marketing strategy and Buyer Persona development are the cornerstones of effective demand generation. However, translating the strategy behind those initiatives to the latest technology for effective execution can be a huge speed bump for many organizations. After the dust of consultants, executive roundtables and planning workshops clears you're still left with the glaring question of “how”.

The fact is, utilizing marketing automation to facilitate this complex process is a must, and in order to do so effectively, we need to implement a scalable, repeatable process rooted in best practices. In this session, you will discover:

•The essentials to making conversations repeatable
•How to create a feedback loop for persona maintenance
•Key skillsets your team needs to drive long term success
•The #1 element needed to drive a dynamic lead lifecycle
•How to create accurate ROI reporting

Once you have your buyer personas, it’s time to create a content strategy to increase your company’s ability to engage and motivate your audience. Just creating content is not enough on its own. There must be a method behind the madness to achieve top performance that generates high quality leads your salespeople will pursue.

In this session with Ardath Albee, author of eMarketing Strategies for the Complex Sale, you’ll learn how to calm the chaos and take a practical approach to creating a content strategy designed to increase relevance and response, including:

Developing a content marketing strategy remains one of the toughest challenges in B2B Marketing today. At the same time, it is near the top of the list of priorities for got-to-market strategies in the new digital age. Developing and defining an effective content strategy starts with understanding your audience of customers and buyers. How can you get to know your audience of customers and buyers?
In this session, you will learn of the Power of Buyer Personas to help you deliver the right content, to the right buyers, at the right time. Shaping an effective and on-target content marketing strategy. You will learn from the creator of buyer personas, what a buyer persona is, how to gain deep buyer insights, and how they inform content strategy. In this session, you will discover:

•What is a buyer persona and why the original definition still matters

•How to acquire deep and profound buyer insights

•How to use the powerful modeling tools of buyer persona and buyer insight development

Justin Gray from LeadMD not only helps clients' understand how to infuse content into their lead generation and lead management efforts, but has real examples of the programs his own organization has benefited from. Watch Justin as he explains how content marketing drives revenue.

If you like this video, watch Justin on August 14 at 11am PDT as he talks about best practices putting buyer personas into practice: https://www.brighttalk.com/webcast/9073/81971

Content marketing is now officially understood to be one of the most critical practices in your sales and marketing efforts. The challenge for many organizations is how to organize and scale these efforts. As the CEO of Kapost, Toby Murdock works with a variety of companies who are solving this problem and building scalable, highly effective content marketing organizations.

If you like this video, watch Toby on August 14 at noon PDT as he talks about building a unified content marketing process: https://www.brighttalk.com/webcast/9073/81973

The most important first step in sales and marketing is to create buyer personas and in particular, study how these buyers make their purchasing decisions. The next step after that is to put these personas into practice. Ardath talks about what should go into a buyer persona and how to put these personas into practice.

If you like this video, watch Ardath on August 14 at 10am PDT as she talks about best practices putting buyer personas into practice: https://www.brighttalk.com/webcast/9073/81879

Content marketing and selling is the biggest, most important movement happening in marketing today. In order to be effective, organizations need a thorough understanding of the buyer. Buyer personas are the first step to successful sales and marketing. Listen to Tony Zambito, the original creator of the buyer persona framework, as we explains best practices for building your buyer personas.

If you like this video, watch Tony on August 14 at 9am PDT as he talks about buyer personas and best practices on developing them: https://www.brighttalk.com/webcast/9073/81879

There is a new Account Based Marketing movement underway in b2b sales and marketing. Organizations realize that they sell to accounts not contacts and their strategy needs to be refined. Too many resources are wasted generating demand with leads that will never turn into business. The key to success today is to identify the accounts that have the highest odds of closing and "throw the book at" marketing to them. Watch this video to learn more about the topic and best practices for success.

There is a new Account Based Marketing movement underway in b2b sales and marketing. Organizations realize that they sell to accounts not contacts and their strategy needs to be refined. Too many resources are wasted generating demand with leads that will never turn into business. The key to success today is to identify the accounts that have the highest odds of closing and "throw the book at" marketing to them. Watch this video to learn more about the topic and best practices for success.

There is a new Account Based Marketing movement underway in b2b sales and marketing. Organizations realize that they sell to accounts not contacts and their strategy needs to be refined. Too many resources are wasted generating demand with leads that will never turn into business. The key to success today is to identify the accounts that have the highest odds of closing and "throw the book at" marketing to them. Watch this video to learn more about the topic and best practices for success.

Craig Rosenberg, also known as the Funnelholic and a co-founder of Topo.

Account Based Marketing is the new "talk of the town" in sales and marketing. Here is the idea: How can sales and marketing collaborate to drive business at a very specific set of accounts? The concept is simple, now you need to execute.

In this webinar, join sales and marketing expert Craig Rosenberg, the Funnelholic, as he walks through the game plan for successful Account Based Marketing including:

-Account-Based Campaign strategy
- Best practices on Account Based Marketing
- The role of sales and overall sales-marketing alignment
- New, innovative ideas and examples for Account Based Marketing

46% of executives say they are more likely to seek out information about a product or service after seeing a related video online. It makes sense that 70% of B2B marketers use some form of online video in their marketing strategies, according to Forbes. Video is HOT and marketers are jumping on the bandwagon. The key challenge is positioning video central to existing marketing strategies to drive qualified leads and engagement. Video strategy expert Matt Childs has helped hundreds of companies leverage video to drive traffic and convert viewers into qualified contacts for sales. There are many surprises that marketers have not known about until now. Matt will provide the best practices and tools for producing, positioning, and distributing video, making video your top performing marketing asset.

The Funnelholic Project's mission is to provide education on sales and marketing. The education delivered in the Funnelholic Project comes in many forms such as video, written format in whitepapers and blog posts, and webinars. All content is intended to provide specific, actionable advice and is delivered in a fun, lively environment. I wouldn't have it any other way. We have developed two channels to support the Funnelholic Project -- one in marketing and one in sales.

Our plan is to eventually deliver a webinar each week -- a webinar in marketing one week followed by a webinar in sales the next week.
Video will be next....stay tuned.